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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/42534


    Title: 以消費過程為基礎的獲利策略
    Consumption Based Appropriation (CBA):A Consumption Based Approach of Value Capture
    Authors: 許牧彥
    Contributors: 國立政治大學科技管理研究所
    Keywords: 消費;價值;創新;策略管理
    Consumption;Value;Innovation;Strategy Management
    Date: 2007
    Issue Date: 2010-07-17 15:59:33 (UTC+8)
    Abstract: 企業的經營是以獲利為目的,策略管理的目的就在於使企業能獲得超乎一般水準的利潤。傳統的策略管理文獻通常是假設產品對於消費者有天生既定的價值,而從生產過程來思考如何掌握關鍵的資源(資源基礎論,RBV)、阻礙其他生產者加入競爭(產業結構競爭,IOC)、然後運用最有效率的自製與外包組合來壓低成本(交易成本經濟學,TCE),以產生超額的利潤。事實上,產品對於消費者的價值不是天生、也不是既定的,而是消費者在消費過程中結合其他互補性產品或服務、配合原先累積的經驗及知識、花時間所產生出來的。本文就是基於這項事實,提出企業要如何從消費過程來獲利的觀念模式(Consumption Based Appropriation, CBA),並探討相關個案的具體機制。本文的論點對於價值創新、製造業轉向服務業的趨勢、以及使用者參與模式(如 Web2.0)的發展都能帶來
    理論性的洞察與方向性的引導。
    Relation: 管理評論(中國), 19(8), 29-36
    Data Type: article
    Appears in Collections:[科技管理與智慧財產研究所] 期刊論文

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